How should healthcare business leaders (pharma, devices, diagnostics, disposables...

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There was a phase when the industry feared that digital would eventually replace the medical sales representative but it appears that digital engagements work best when facilitated by an affable and knowledgeable person, who can personalize the information, and the conversation, to the doctor. In pharma, there’s no substituting face-to-face dialogue it seems. And why should it? “Rather than digital replacing a person in pharma, the need of the hour is digitalizing the approach of person. The person and the technology are HERE TO STAY”, says Archis Joshi, Commercial Head at Dr. Reddy’s. The sales role is getting tougher. Medical information, at one point pharma’s greatest value, is today much more freely available than it used to be. In the Indian market which is dominated by generic medicines lacking differentiation, simply informing doctors about the product, isn’t a viable prospect any more when it comes to piquing their interest. “Why are brands that have been around for some time still unable to cross the marketing funnel and are still stuck at either the ‘awareness’ or the ‘interest’ stages, and unable to move towards the ‘purchase’ or ‘recommendation’ stages?” wonders Mehul Shukla, Director, Marketing Excellence at Cipla.

In the blistering Sonoran Desert, where temperatures regularly exceed...

2020 has been a challenging year for all industries. For pharma and its HCP customers even more so. All eyes are on the companies developing vaccines and drugs for treatment of COVID-19, while doctors have closed their doors for pharma reps. Long established processes have been disrupted and complex market strategies have been rendered useless. Each pharma no matter big or small, innovative, or generic, had to improvise and come up with contingency plans to save the year. Some have been slower waiting for the old ways to come back, others have been more agile experimenting with digital and expanding boundaries, most are in the middle digitally curious but not risking too much.

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Every day, doctors worldwide prescribe methotrexate, doxycycline, and folic...

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Gen Z is not waiting to get sick. But...

My friend Salil Kallianpur, in his Substack post "The...

The Anomaly Unless you learn to accept that chaos is...

Every day, doctors worldwide prescribe methotrexate, doxycycline, and folic...

The Two Headlines That Should Not Coexist Two recent news...

Gen Z is not waiting to get sick. But...

My friend Salil Kallianpur, in his Substack post "The...

The Anomaly Unless you learn to accept that chaos is...

Every day, doctors worldwide prescribe methotrexate, doxycycline, and folic...

The Two Headlines That Should Not Coexist Two recent news...

Gen Z is not waiting to get sick. But...

My friend Salil Kallianpur, in his Substack post "The...